RESUMO O caso mostra as dificuldades enfrentadas por um negócio social para se tornar financeiramente viável. Talita Peixoto é uma afro-brasileira empreendendo pela primeira vez. Junto com o marido, ela criou o Clubinho Preto, um clube brasileiro de assinatura para crianças que entrega caixas com livros, roupas e acessórios para educar as crianças em uma cultura afrocêntrica positiva. Depois de dois anos, eles estão lutando financeiramente. Na busca por alternativas, Talita planejava adicionar escolas aos seus clientes. Seus parceiros de negócios se opuseram à ideia, acreditando que nem todo diretor escolar estaria verdadeiramente comprometido com a causa racial. Talita precisava do dinheiro, mas não a qualquer custo. Como ela pode viabilizar seu propósito em um produto? Para responder a essa pergunta, é necessário alinhar propósito, criação de valor e modelo de negócios. Este caso pode ser ensinado em programas de treinamento de executivos e aulas de graduação em marketing e comportamento do consumidor, empreendedorismo social e fins comerciais. Convidamos professores e alunos a incluir a discussão sobre diversidade, equidade e inclusão em todas essas disciplinas. viável afrobrasileira afro brasileira vez marido Preto livros positiva anos alternativas clientes ideia racial dinheiro custo produto pergunta consumidor comerciais diversidade disciplinas

ABSTRACT The case shows the difficulties faced by a social business to become financially viable. Talita Peixoto is an African-Brazilian woman enterprising for the first time. Together with her husband, she created Clubinho Preto, a Brazilian subscription club for children that delivered boxes with books, clothing, and accessories to educate children in a positive Afrocentric culture. After two years, they are struggling financially. Looking for alternatives, Talita planned to expand her business by adding schools as clients. Her business partners opposed the idea, believing that not every manager would truly commit to the racial cause. Talita needed the money, but not at any cost. How can she transform her purpose into a product? To answer this question, it is necessary to align purpose, value creation, and a business model. This case can be taught in executive training programs and undergraduate classes on marketing and consumer behavior, social entrepreneurship, and business purposes. We invite teachers and students to include the discussion on diversity, equity, and inclusion in all these disciplines. viable AfricanBrazilian African time husband Preto books clothing culture years alternatives clients idea cause money cost product question creation model behavior entrepreneurship purposes diversity equity disciplines

PURPOSE: Online integrated marketing is arousing extensive attention from industry and academia, whereas no uniform conclusion on the effectiveness of integrated versus single marketing has been reached thus far. Accordingly, the integrated marketing effectiveness of paid search advertising and social advertising, and the moderating role of product type in it are primarily investigated in this study DESIGN/METHODOLOGY/APPROACH: The interaction between paid search advertising and social advertising and purchase is elucidated. Moreover, the moderating effects of product type on the relationship are examined. The hypotheses are tested using an empirical model in accordance with the natural transaction data from Taobao FINDINGS/RESULTS: An empirical analysis confirms a complementary relationship between paid search and social advertising on enhancing purchase. Furthermore, this study suggests that paid search advertising is more probably employed for the purchase of hedonic products, and social advertising more markedly affects the sales of utilitarian products. Moreover, the above-described two advertisements jointly increase the sales of hedonic products PRACTICAL IMPLICATIONS: The results provide applicable guidance for sellers' advertising strategies on online shopping platforms. Sellers should stimulate sales by strategically using integrated marketing tools, and they should adopt different marketing strategies in accordance with different product types ORIGINALITY/VALUE: The findings reveal the complementary relationship between paid search and social advertising. Furthermore, this study expands the application of dual-process theory and analyses the information processing of utilitarian and hedonic products

ABSTRACT Objective: To understand the experiences of mothers with early weaning. Method: Qualitative research with a theoretical-methodological contribution from Grounded Theory (Straussian perspective), carried out in the context of primary health care in a medium-sized municipality in the northeast of Brazil. 19 collaborators participated by theoretical sampling. Data collection took place between April and September 2018, with in-depth interviews, and was analyzed in three stages: open and axial coding, and integration. Results: The central category "Women experiencing guilt and overload due to early weaning" was supported by three categories: a) conditions: “Showing the factors that limit breastfeeding”; b) actions/interactions: “Trying to balance motherhood and work during breastfeeding” and “Insufficient social support to keep exclusive breastfeeding”; and c) consequences: “Introducing formula and complementary foods before six months” and “Blaming oneself for the early weaning”. Final considerations: The theoretical model can give support to managers and health professionals to advocate for longer maternity leaves and confront gender disparities and inequities, professional performance with conflicts of interest, and abusive marketing regarding the use of formula.

RESUMEN Objetivo: Comprenderlas experiencias de las madres enel destete precoz. Método: Teoría fundamentada em losdatos. La muestra teórica estuvo compuesta por 19 participantes: madres, familiares y profesionales de la salud de una Unidad Básica de Salud de la región Nordeste de Brasil. La recolección de datos ocurrió de abril a septiembre de 2018, con entrevistas enprofundidad, analizadas a través de codificación abierta, axial y de integración. Resultados: Emergió la categoría central “La mujer experimentando culpa y sobrecarga por el destete precoz”, sustentada entres categorías: a) condicionantes: "revelando las limitaciones para lalactancia materna"; b) acciones/interacciones: “intentar conciliar la lactancia materna con la práctica profesional” y “recibir apoyo social insuficiente para mantener la lactancia materna exclusiva”; y c) consecuencias: “introducir fórmulas infantiles y alimentación complementaria antes de los seis meses de edad y culpabilizarse por el destete precoz”. Consideraciones finales: Las madres experimentaron la falta de una red de apoyo, la insuficiencia del tiempo de licencia por maternidad y el sentimiento de culpa.

RESUMO Objetivo: Compreender vivências de mães no desmame precoce. Método: Estudo qualitativo orientado pelo referencial metodológico da teoria fundamentada nos dados. A amostragem teórica foi composta por 19 participantes: mães, familiares e profissionais da saúde de uma Unidade Básica de Saúde, todos da Região Nordeste, Brasil. A coleta de dados ocorreu de abril a setembro de 2018, com entrevistas individuais em profundidade, analisadas por meio da codificação aberta, axial e de integração. Resultados: Emergiu o fenômeno "A mulher vivenciando a culpa e a sobrecarga pelo desmame precoce", sustentado por cinco categorias inter-relacionadas. Considerações finais: As mães vivenciaram a carência da rede de apoio, a insuficiência do tempo da licença-maternidade e o sentimento de culpa.

ABSTRACT OBJECTIVES To identify the possible causes of low adherence to vaccination campaigns in Brazil, find and analyze campaigns regarding human papillomavirus (HPV) in Brazil and abroad, and apply quality tools to prepare proposals to increase vaccination coverage (VC) and prevent HPV in the country. METHOD This is a qualitative and deductive-hypothetical research. A narrative review of the literature (especially on the narratives and formats applied in vaccination campaigns in Brazil) was the technique used to develop our method. RESULTS Brazil had a 49.6% VC in 2019, unlike countries such as Australia (80.2% in 2017), Mexico (97.5% in 2019), and Peru (91% in 2019). This study found evidence of the use of social marketing strategies to engage communities as good practices in the vaccination campaigns of these countries. CONCLUSION With the retrieved information, three quality tools (Ishikawa diagram, Pareto graph, and 5W2H) classified and quantified the causes of low VC in Brazil and enabled proposals that can direct its Ministry of Health to take more effective strategies to achieve the HPV VC goal recommended by the WHO.

RESUMO OBJETIVOS Identificar as possíveis causas da baixa adesão à campanha de vacinação no Brasil, identificar e analisar as campanhas relacionadas ao papilomavírus humano (HPV) no Brasil e em outras regiões do mundo, e aplicar ferramentas de qualidade para elaboração de propostas para aumento da cobertura vacinal (CV) para prevenção do HPV no país. MÉTODO Pesquisa de natureza qualitativa e dedutiva-hipotética. A técnica utilizada para o desenvolvimento do método é a revisão narrativa da literatura, em particular estudando as narrativas e formatos aplicados nas campanhas de vacinação no Brasil. RESULTADOS Identificou-se que, em 2019, a CV no Brasil foi de 49,6%, diferentemente de países como Austrália (80,2% em 2017), México (97,5% em 2019) e Peru (91% em 2019). Evidências do uso de estratégias de marketing social para engajamento comunitário foram encontradas nas campanhas de vacinação utilizadas como boas práticas nesses países. CONCLUSÃO Com as informações encontradas foram aplicadas três ferramentas de qualidade (diagrama de Ishikawa, gráfico de Pareto e 5W2H) que classificaram e quantificaram as causas da baixa CV no Brasil e, com isso, viabilizaram propostas que podem direcionar o MS à tomada de estratégias mais eficazes para atingimento da meta de CV do HPV recomendada pela OMS.

ORIENTATION: South Africa is currently going through a graduate unemployment challenge. Calls exist for research that addresses this challenge RESEARCH PURPOSE: This research study aimed to establish social media tools' role in addressing employability challenges faced by graduates after completing their tertiary education MOTIVATION FOR THE STUDY: Calls exist in the literature for nuanced ways of addressing challenges youths face after completing their studies. The role of social media in this remains an area of inquiry with noted importance RESEARCH APPROACH/DESIGN AND METHOD: The study utilised an interpretivist philosophy relying on a qualitative research approach using interview data with a sample of 15 experts within the human resources field. Thematic analysis was used as a means of data analysis MAIN FINDINGS: Two primary outcomes emerged from the research study. Firstly, a need exists for unemployed graduates to use social media as a marketing utility for their skills and abilities. Secondly, social media can also be used as an information utility to enhance awareness about labour market issues PRACTICAL/MANAGERIAL IMPLICATIONS: The findings offer insights into addressing the employability challenges faced by graduates when seeking employment opportunities. The role of social media in mitigating graduate challenges is proposed. Through the findings, graduates have the potential to enhance their portfolios to improve their integration into the labour market CONTRIBUTION/VALUE ADD: The study proffers insights into how social media helps increase the employability prospects of graduates entering the job market

RESUMO Este trabalho buscou analisar a atividade de duas agências brasileiras de turismo nas mídias sociais e o comportamento online de seus consumidores. A pesquisa utilizou recursos de processamento de linguagem natural, apoiados pelas técnicas de análise de sentimento e análise de conteúdo. Os principais resultados indicaram que há prevalência de comentários positivos nas páginas das empresas, sendo que as empresas são mais responsivas aos usuários em páginas que possuem um maior número de comentários positivos de seus clientes. Apontou-se, ainda, uma tendência de maior interação por parte das empresas com comentários de usuários que expressam sentimentos positivos. consumidores natural conteúdo clientes Apontouse, Apontouse Apontou se, se Apontou-se ainda

ABSTRACT This paper aims to analyze the activity of two Brazilian tourism agencies in social media and the online behavior of their consumers. The research used Natural language processing resources supported by sentiment and content analysis techniques. The main results show a prevalence of positive comments on the companies' pages, and companies are more responsive to users on pages with a higher number of positive comments. There is also a tendency towards more significant company interaction with user comments that express positive emotions. consumers techniques emotions

Abstract The article aims to analyze the Slow Food movement in France, where it has been active since the 2000s. Born in Italy, Slow Food defines itself and is perceived by sociological literature as a consumer movement that offers a critique of globalization, concern for the environment and social justice. Announcing a mode of political action of economic morality (consuming the “good”, the “clean” and the “fair”), it aims to promote local products threatened with extinction thanks to media coverage and aid for marketing, favoring shorter circuits, communication, and social networks. Unlike movements such as the Confédération Paysanne, this individual action is sufficient to ensure egalitarian values. The research, mostly carried out among grassroots cells, revealed that the vast majority of Slow Food members are professionals whose interests are directly related to agricultural production, distribution, media, gastronomy, marketing, and the scientific field (biology and geography in particular). The action of the movement’s base cells, experienced as pleasure of good food combined with militancy, responds to professional interests, valuing food products that are in danger of disappearing from both a symbolic and economic point of view. We note the importance of trade fairs, which bring together buyers and producers, a large number of journalists who act as “catalysts of visibility and, therefore, of added value” and, therefore, of aggregate value. While designations of origin are legitimized by the State, Slow Food is legitimized mainly by the media. On the basis of this alliance with the media, the movement integrates different types of producers, including those who benefit from the promotion of its products thanks to the qualification of the movement, young students seeking to set up a distribution of luxury products, even a cook in search of employment. In this sense, the network acts as a very effective tool for promoting certain products nationally and internationally, as a demand for its sale, and a fundamental element for the structuring of economic activities.

Résumé L'article vise à analyser le mouvement Slow Food en France, où il est actif depuis les années 2000. Né en Italie, Slow Food se définit et est perçu par la littérature sociologique comme un mouvement de consommateurs qui se propose une critique de la mondialisation, le souci de l’environnement et de la justice sociale. Annonçant un mode d’action politique de morale économique (consommer le « bon », le « propre » et le « juste ») il vise la valorisation des produits locaux menacés de disparaître grâce à une médiatisation et aide à la commercialisation, privilégiant les circuits courts, la communication et les réseaux sociaux. A la différence de mouvements tels la Confédération paysanne, cette action individuelle se suffit pour assurer des valeurs égalitaires. La recherche, réalisée entre autres, auprès des cellules de base, a révélé que la grande majorité des membres de SlowFood sont des professionnels qui ont des intérêts directement liés à la production agricole, à la distribution, aux médias, à la gastronomie, au marketing et au champ scientifique (biologie, géographie notamment). L’action des cellules de base du mouvement, vécue comme un plaisir de la table allié à la militance, répond à des intérêts professionnels, valorisant les produits alimentaires en voie de disparition du point de vue symbolique et économique. On note l’importance des salons, qui rassemblent en plus des acheteurs et producteurs, un nombre élevé de journalistes qui ont un rôle de « catalyseurs de notoriété » et, par conséquent, de valeur ajoutée. Alors que les appellations d’origine se légitiment par l’Etat, Slow Food se légitime principalement par les médias. Sur la base de cette alliance avec les médias, le mouvement intègre différents types de producteurs, réunissant aussi bien ceux qui bénéficient de la valorisation de ses produits grâce à la qualification du mouvement, de jeunes étudiants cherchant à monter une distribution de produits de luxe, voire un cuisinier en recherche d’emploi. Dans ce sens, le réseau agit comme un outil très efficace de valorisation de certains produits sur le plan national et international, comme demande pour son écoulement, et élément fondamental pour la structuration des activités économiques.

Resumo O artigo propõe-se analisar o movimento Slow food na França, onde está ativo desde os anos 2000. Surgido na Itália, o Slow Food se define e é percebido pela literatura sociológica como um movimento de consumidores que se propõe a fazer uma crítica da globalização e se preocupa com o meio ambiente e com a justiça social. Apresentando um modo de ação política inspirado em uma moral econômica, (consumir o “bom, limpo e justo”), ele visa à valorização dos produtos locais – ameaçados de desaparecimento graças a uma forte midiatização – e do comércio que privilegia os circuitos curtos, a comunicação e as redes sociais. Diferente de movimentos organizados, tais como a Confédération Paysanne, essa ação individual basta a si própria para assegurar valores igualitários. A pesquisa, realizada em grande parte junto às células de base do movimento, evidenciou que a grande maioria dos membros do Slow Food é constituída de profissionais com interesses diretamente ligados à produção agrícola, à distribuição, à produção jornalística, gastronômica, do marketing e do campo científico (biologia, geografia). A ação nas células de base do movimento, vivida como um prazer da mesa aliado à militância, responde a interesses profissionais, valorizando simbólica e economicamente os produtos alimentícios em vias de desaparecimento. Evidencia-se a importância dos salões que, além de congregar produtores e consumidores, atrai um número elevado de jornalistas, que desempenham um papel de “catalisadores de notoriedade” e, portanto, de valor agregado. Enquanto as denominações de origem protegida (AOP) se legitimam por intermédio do Estado, o Slow Food se legitima principalmente pela utilização da mídia. Com base nessa aliança com a mídia, o movimento integra diferentes tipos de produtores, reunindo desde aqueles que se beneficiam da valorização dos seus produtos graças à sua qualificação pelo movimento, a jovens estudantes que buscam abrir uma distribuidora de produtos de luxo, ou até mesmo um cozinheiro em busca de emprego. Nesse sentido, a rede social do movimento age como uma poderosa ferramenta de valorização de certos produtos no plano nacional e internacional, como demanda para seu escoamento, e como elemento fundamental para estruturação das atividades econômicas.

ABSTRACT Introduction: Updated and applied face-to-face for 2 consecutive semesters, the discipline of Marketing of Services for Information Users was optionally offered in two classes, throughout 2022, in the Bachelor's Degree in Librarianship at the Federal University of Minas Gerais (UFMG). Objective: To report the teaching experience in the discipline, in which active methodologies were used as a pedagogical strategy. Methodology: The Report was characterized as qualitative, since the characteristics, stages, resources and conduct of teaching practice in the discipline were described, in addition to feedback from students via testimonials. Results: The research enabled the identification of ten citizen labs in Brazilian Federal Universities, which are aligned with relevant social issues and generate benefits in terms of innovations that can be socially shared. Conclusion: Although the discipline approached Marketing contents in the context of Librarianship, when applied through active methodologies, they provided a greater possibility of making tangible the abstractions and inherent concepts. The strategy reported in the case turned out to be rich, making it possible to develop experiences and situations linked to the context of the class and their daily experiences.

RESUMO Introdução: Atualizada e aplicada em modo presencial por dois semestres consecutivos, a disciplina de Marketing de Serviços para Usuários da Informação foi ofertada na modalidade optativa em duas turmas, ao longo do ano de 2022, no curso de bacharelado em Biblioteconomia, da Universidade Federal de Minas Gerais. Objetivo: Relatar a experiência docente na disciplina, na qual se lançou mão das metodologias ativas como estratégia pedagógica. Metodologia: O Relato se caracterizou como qualitativo, uma vez que, foram descritas as características, etapas, recursos e condução da prática docente na disciplina, além do feedback dos alunos via depoimentos Resultados: Percebeu-se que a experiência das metodologias ativas como estratégia provocou maior engajamento e despertou interesse pela temática proposta. Conclusão: Embora a disciplina tenha abordado os conteúdos de Marketing no contexto da Biblioteconomia, quando aplicados por meio de metodologias ativas, proporcionaram maior possibilidade de se tornar concretas as abstrações e os conceitos inerentes. A estratégia relatada no caso se desvelou rica, sendo possível desenvolver experiências e situações vivenciadas no contexto da turma no cotidiano.

ABSTRACT The papers on this Special Issue of the Journal of Contemporary Administration promote an important discussion in the Brazilian digital marketing field. In this editorial, we explain how the authors build bridges between digital marketing, marketplace, consumers, and firms’ applications by means of empirical investigations. As new technologies force marketing to constantly change to adjust to social platforms in the digital environment, insights about Brazilian digital marketing are missing. Considering the digital economy, consumer behavior, and technological culture, the five papers raise interesting questions about how viral advertising and image/video/audio platforms affect consumer response measures (e.g., online purchases) and create social media experiences. Such experiences include omnichannel environments that connect and create ecosystems across firms, consumers, governments, stakeholders, and marketing professionals in organized networks.

RESUMO Nos artigos deste Número Especial da Revista de Administração Contemporânea (RAC), os autores promovem uma importante discussão no campo do marketing digital brasileiro. Neste editorial, explicamos como os autores constroem pontes entre marketing digital, marketplace, consumidores e aplicações das empresas por meio de investigações empíricas. Como o marketing vem utilizando novas tecnologias isso demanda mudanças constantes de ajustes às plataformas sociais no ambiente digital e faltam insights sobre o marketing digital brasileiro. Considerando a economia digital, o comportamento do consumidor e a cultura tecnológica, os cinco artigos levantam questões interessantes sobre como a publicidade viral e as plataformas de imagem/vídeo/áudio afetam as medidas de resposta do consumidor (por exemplo, compras on-line) e criam experiências de mídia social. Tais experiências incluem ambientes omnichannel que conectam e criam ecossistemas entre empresas, consumidores, governos, partes interessadas e profissionais de marketing em redes organizadas.

Abstract Marketing strategies evolve alongside new communication models led by digital platforms in an increasingly connected society. Currently, companies seek to relate to their customers based on emotional logic and recognition in relation to brands, surpassing only the rational aspects linked to products and services. In the wake of investigations linked to changes in marketing tactics, this article will address the concept and applications of Marketing 4.0 based on the business model led by the company TAG - Literary Experiences. To this end, the study analyzed the company’s official digital channels, with an emphasis on Facebook, Instagram, and mobile applications, based on content analysis. It is concluded that the company is focused on new customer relationship paradigms, creating ways of identifying with its target audience as the essence of its services, based on the new challenges proposed by Marketing 4.0.

Resumen Las estrategias de marketing evolucionan con nuevos modelos de comunicación liderados por las plataformas digitales en una sociedad cada vez más conectada. Actualmente, las empresas buscan relacionarse con sus clientes basándose en la lógica emocional y el reconocimiento de las marcas, superando únicamente los aspectos racionales vinculados a los productos y servicios. A raíz de investigaciones vinculadas a cambios en las tácticas de marketing, este artículo abordará el concepto y las aplicaciones del Marketing 4.0 a partir del modelo de negocio liderado por la empresa TAG - Experiências Literárias. En este sentido, el estudio analizó los canales digitales oficiales de la compañía, con énfasis en Facebook, Instagram y las aplicaciones móviles, a partir del análisis de contenido. Se concluye que la empresa está enfocada en nuevos paradigmas de relación con el cliente, creando formas de identificarse con su público objetivo como esencia de sus servicios, a partir de los nuevos desafíos que propone el Marketing 4.0.

Resumo As estratégias de marketing evoluem em conjunto com os novos modelos de comunicação protagonizados pelas plataformas digitais, em uma sociedade cada vez mais conectada. Atualmente, as empresas buscam se relacionar com seus clientes em lógicas emocionais e de reconhecimento em relação a marcas, superando somente os aspectos racionais ligados a produtos e serviços. Na esteira das investigações ligadas às mudanças das táticas mercadológicas, esse artigo abordará o conceito e as aplicações do Marketing 4.0 a partir do modelo de negócios protagonizado pela empresa TAG - Experiências Literárias. Para isso, o estudo analisou os canais oficiais digitais da empresa, com ênfase no Facebook, Instagram e os aplicativos mobile, a partir da análise de conteúdo. Conclui-se que a empresa está focada nos novos paradigmas de relacionamento do cliente, criando formas de identificação com o seu público-alvo como essência dos seus serviços, a partir dos novos desafios propostos pelo Marketing 4.0.

Abstract Purpose This study aims to investigate the antecedents and consequences of green packaging behavior (GPB). A conceptual model has been developed wherein green packaging awareness (GPA) and green packaging initiatives (GPI) are precursors of GPB, and environmental concern and availability of various green packaging alternatives are moderators. The outcomes of GPB in terms of environmental and personal benefits are examined. Design/methodology/approach Unlike most papers focusing on green packaging from a marketing perspective, this study explores the behavior of rural households from 47 villages in southern India. A carefully crafted survey instrument was developed, and data were collected from 395 respondents. After checking the instrument’s psychometric properties, the results were analyzed using Hayes’s PROCESS macros. Findings The results indicate that GPA and GPI are positively associated with GPB, GPA predicts GPI, and GPI mediates the relationship between GPA and GPB. Furthermore, findings suggest that environmental concern moderates the relationship between GPI and GPB, and the three-way interaction between the availability of green packaging (second moderator), environmental concern (first moderator), and GPI influences the GPB. Moreover, the outcomes of GPB in terms of environmental and personal benefits are established. Research limitations/implications This research has several theoretical implications. It documents that individual awareness of green packaging is a precursor to GPB. This study focused on the rural population from a developing country (India) and hence may suffer from a lack of generalizability across developed nations. However, the results could be generalizable across other developing nations worldwide. Practical implications This study motivates individuals to engage in proenvironmental behavior. Moreover, it highlights the importance of GPB in deriving environmental and personal benefits. It is also equally crucial for individuals to engage in proper waste management practices so that the environment is not polluted. Social implications The findings from this research are helpful to society as it focuses on the proenvironmental behavior of individuals. Particularly concerning packaging, this study points out that buying products with green packaging and reusing and recycling such packages is essential to protect the environment. Originality/value This study fills the gaps in the literature by focusing on the GPB of the rural population. To the best of the authors’ knowledge, the moderated-mediation model developed and tested in this research is the first of its kind and thus makes a significant contribution to the literature on green packaging and waste management.

Resumen Objetivo: Analizar los motivadores, las barreras y los factores sociodemográficos que inciden en la compra de productos agroecológicos y la relación que existe entre estas variables. El conocimiento de los motivadores y barreras que inciden en la compra de estos productos repercute en los planes y estrategias de mercadotecnia, principalmente de tipo social. Diseño metodológico: El enfoque de este estudio es cuantitativo, correlacional y transversal. La recopilación de la información se realizó a través de la aplicación de 719 encuestas a clientes potenciales de productos agroecológicos. Los métodos de análisis de la información empleados fueron la estadística descriptiva y la estadística no paramétrica, efectuando pruebas de independencia Chi a partir de las tablas de contingencia cuadrado correspondientes y la obtención de los coeficientes de correlación de Spearman, Tau b de Kendall, y un modelo de regresión logística binaria. Limitaciones: El trabajo de campo se hizo en el mes de noviembre de 2021, tiempo en el que había restricciones de movilidad impuestas por la pandemia COVID-19, lo que resultó en una alta tasa de rechazo para efectuar las entrevistas personales que se requirieron, por lo que, a pesar de haber logrado la muestra, esta situación puedo haber afectado la representatividad. Hallazgos: Los resultados demuestran que, si el comprador tiene la motivación para contribuir con el medio ambiente o para convertirse en un consumidor responsable es más probable que tenga una alta frecuencia de compra de productos agroecológicos. Asimismo, se observaron los siguientes resultados: a mayor edad de los clientes potenciales, mayor frecuencia de compra; a menor edad de los clientes potenciales, más motivación tienen para elegir los productos agroecológicos si tienen un buen sabor, entre otros.

Abstract Purpose: To analyze the motivators, barriers, and sociodemographic factors that affect the purchase of agroecological products and the relationship between these variables. Understanding the motivators and barriers that affect the purchase of these products could have repercussions on marketing plans and strategies, mainly of a social nature. Methodological Design: A quantitative correlational and cross-sectional study was done. The data was collected through 719 surveys administered to potential customers of agroecological products. The data collected was analyzed with descriptive statistics and non-parametric statistics, applying Chi independence tests, Spearman's and Kendall's Tau b correlation coefficients, and binary logistic regression model. Limitations: The fieldwork was done on November 2021 when there were mobility restrictions imposed by the COVID-19 pandemic, which resulted in a high rejection rate to carry out the interviews that were required, for which despite having achieved the sample, this situation may have affected the representativeness. Results: The main results show that motivation to contribute to the environment or become a responsible consumer are the main factors that explain a high frequency of purchase of agroecological products. Likewise, older customers tend to have a higher frequency of purchases and that young customers are more motivated to buy agroecological products if they are of good taste, among others.

Resumen Objetivo: Analizar el mercado y factibilidad para comercializar la agrodiversidad asociada a la milpa a través de circuitos cortos de comercio agroalimentarios en los municipios de Coacoatzintla, Coatepec, Emiliano Zapata y Tequila del estado de Veracruz. Metodología: Se utilizaron encuestas estructuradas sobre uso y manejo de la milpa, oferta y demanda de alimentos, hábitos de consumo y observación participante. Resultados: Se describen estrategias que pueden impulsar circuitos cortos agroalimentarios como alternativas de comercio de proximidad, justo, directo y sostenible. Limitaciones: Se dejaron de lado posibles interacciones con otros mercados de relevancia, y se omitió, la participación de supermercados y cadenas de distribución. Conclusiones: En los cuatro municipios existen alternativas de comercio de la agrodiversidad producida en las milpas del centro de Veracruz. Con su implementación, la participación de actores en los circuitos de distribución de alimentos se reduciría de siete niveles de participantes en el actual sistema agroalimentario, a tan sólo tres niveles de actores en la propuesta para las zonas de estudio. El éxito de los circuitos cortos agroalimentarios se sustenta en las capacidades productivas, de distribución y de preferencia de los consumidores.

Abstract Objective: Analyze the market and feasibility to trade the agrobiodiversity associated with milpa through Short Agri-Food Supply Chains in municipalities of Coacoatzintla, Coatepec, Emiliano Zapata and Tequila, Veracruz state. Methodology: The feasibility of marketing the diversity of the milpa in the local market was explored by structured surveys on use and management of milpa, food supply and demand, consumption habits and participant observation. Results: It describes the Strategies that can promote short agrifood chains as local, fair, direct, and sustainable trade alternatives. Limitations: Possible interactions with anothers relevant markets were leaved aside, such as those of Xalapa, Zongolica or Orizaba; and the participation of supermarkets and distribution chains is omitted. Conclusions: In the four municipalities there are trade alternatives for the agrodiversity produced in the milpas of central Veracruz. With its implementation, the participation of actors in the food distribution circuits would be reduced from seven levels of participants in the current agri-food system, to only three levels of actors in the proposal for the study areas. The success of short agri-food circuits is based on the productive capacities, distribution, and preference of consumers.

Abstract In 2018 Mexican presidential election, López Obrador ran as the candidate of a coalition of various political parties, and the leader of a social movement. This particular feature, places this research on the border between two fields (electoral studies and social movements) that have remained with little communication between one and the other. Consequently, López Obrador’s presidential campaign must be approached not only with the traditional categories of political science, political communication or political marketing, its analysis requires a transdisciplinary approach that incorporates categories from the sociology of social movements. To fulfill this purpose, frame analysis is applied as a perspective that allows the investigation of public discourse, of different actors (candidates, social movements, journalists) and their messages (political spots, protest, news). It is concluded that López Obrador´s campaign communication revolved around fourth transformation frame, and that this framework was built and communicated, through a set of framing mechanisms: metaphors, slogans, famous phrases, anecdotes and examples of collective memory.

Resumen En la elección presidencial de México 2018, López Obrador se presentó como el candidato de una coalición de varios partidos políticos, y el líder de un movimiento social. Este rasgo particular sitúa esta investigación en la frontera entre dos campos -los estudios electorales y los movimientos sociales- que han permanecido con escasa comunicación entre sí. En consecuencia, la campaña presidencial de López Obrador debe ser abordada no solo con las categorías tradicionales de la ciencia política, la comunicación política o el marketing político; su análisis requiere un enfoque transdisciplinario que incorpore categorías de la sociología de los movimientos sociales. Para cumplir con este propósito, se aplica el análisis de los marcos como perspectiva que permite la investigación del discurso público, de distintos actores (candidatos, movimientos sociales, periodistas) y sus mensajes (spots políticos, protesta, noticia). Se concluye que la comunicación de la campaña de López Obrador giró en torno al marco de la cuarta transformación, y que este marco, se construyó y comunicó, mediante un conjunto de mecanismos del framing: metáforas, eslóganes, frases célebres, anécdotas y ejemplos de memoria colectiva.

Resumen El papel de los niños como consumidores ha generado un gran interés en el marketing social, especialmente en los aspectos relacionados con la alimentación; sin embargo, hay campos como la regulación de la publicidad, el comportamiento digital y las actitudes de los niños hacia los productos, que hasta ahora no están completamente estudiados. Para apoyar las futuras investigaciones de la comunidad científica del marketing social sobre este tema, el presente estudio bibliométrico tuvo como objetivo investigar y describir las líneas y áreas de investigación en psicología, comportamiento y marketing social, en relación con el consumo infantil, para responder a la siguiente pregunta de investigación: ¿Cuáles son las publicaciones, autores y tendencias más importantes en la investigación sobre el consumo infantil en los últimos 45 años? Para ello, se analizaron 1375 artículos de 703 revistas con los paquetes Bibliometrix (R Studio), utilizando una metodología exploratoria y descriptiva, analizando 2588 palabras clave de autor y 1265 palabras clave adicionales con 2597 autores en la base de datos Scopus. Los indicadores cienciométricos muestran la existencia de cinco grupos temáticos relacionados con el consumo infantil. Se concluye que la producción científica sobre el consumo de niños y niñas debe abordar cuestiones de protección y regulación orientadas a la responsabilidad social, especialmente en las comunicaciones integradas de marketing y publicidad de las marcas alimentarias, con mayor y especial cuidado en el entorno digital, debido a la actual inmersión de la población infantil mundial y su creciente autonomía en la elección de contenidos, productos y marcas digitales.

Abstract The role of children as consumers has generated great interest in social marketing, especially in aspects related to food. However, there are fields such as the regulation of advertising, digital behavior, and children's attitudes towards products that until now have not been completely studied. To support future research of the social marketing scientific community about this topic, the present bibliometric study aimed to investigate and describe the lines and areas of inquiry in psychology, behavior and social marketing in relation to child consumption, in order to respond the following research question: what have been the most important publications, authors and trends in research on child consumption in the last 45 years? To this end, 1375 articles from 703 journals were analyzed with the Bibliometrix packages (R Studio), under an exploratory and descriptive methodology, analyzing 2588 author keywords and 1265 additional keywords, with 2597 authors hi the Scopus database. Scientometric indicators show the existence of five thematic groups related to child consumption. It is concluded that scientific production on child consumption should address protection and regulation issues oriented to social responsibility, especially in integrated marketing and advertising communications for food brands, with greater and special care in the digital environment, due to the current immersion of the world's child population and its growing autonomy in the choice of digital content, products, and brands.